The ways in which music, films, TV programmes and reading material are purchased and consumed has transformed as a consequence of the online revolution. The digital industry has grown exponentially, and there has been a shift from the physical to the digital across all types of content and services.
It's certainly not going to be easy for Nike to distance themselves from Pistorius. And they won't be helped by having Nike adverts appear next to editorial stories of brand ambassadors caught up in all sorts of trouble. But this is going on every single day in markets across the world. Due to the nature of online advertising, once an advert is sent out from the original advertiser, they basically give up their control of where the content lands.
Today's rapidly changing pattern of media consumption is a force which editors and publishers are all too aware of. The ability to showcase stories through a vast array of multimedia platforms is now an essential editorial tool which almost every media outlet is taking advantage of to accommodate their readers' expectations.
Every business has now become a publishing company, whether they like it or not. Today, every company is responsible for providing content for the media channels which they own. Whether they commission material from partners, suppliers and industry experts or create their own, every business requires good content.
Unfortunately, not everyone knows this little secret. Many people find networking events intimidating, especially those who, like me, have built a career online, protected by the web. But many savour every single event on their social calendar, load up their weapons, and get ready to stalk their prey.
My colleagues often ask why I use Twitter so often. There is a belief amongst those who do not really use it that everyone is just broadcasting the details of their breakfast, or which train they are waiting for. This is a misconception.
Marketing is no longer purely transactional. Historically, the major measure to assess whether a company's marketing was effective, or not, was Return On Investment (ROI). A company would undertake, for example, a direct mail campaign and the metrics they would look at were the number of responses and deals done.